While there are indeed many moving parts within the advanced television ecosystem, implementing effective campaigns isn't as daunting as some might assume, according to Michael Bologna, president of Modi Media/GroupM.
Contrary to some industry perceptions, Magna Global is not "anti" linear television, says Brian Hughes, SVP, audience intelligence and strategy for the IPG Mediabrands unit.
This week's announcement of OpenAP, an advanced audience platform for cross-publisher targeting, was met with expressions of praise and optimism by a number of heavy hitters on the buy side.
This week brought new stats confirming continued, robust growth for connected TV device ownership and usage, plus news of comScore launching panel measurement of connected-device behavior and more.
Agency media investment executives say they're intrigued by NBCUniversal's just-announced commitment to offer $1 billion in cross-platform ad deals based on audience-based guarantees.